A STUDY ON THE EFFECT OF CONSUMER MINDFULNESS ON SERVICE QUALITY PERCEPTION IN HOME APPLIANCES

Author (s) : P.Rajeshwari, Mr.A.Tamilselvi & Mrs.M.Thilagam

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Abstract :
Service quality is a key differentiator between brands in competitive markets and is found to influence the consumer choice significantly. Thus, enhancing service quality has become a priority of marketers. This study examines the role of ‘mindfulness’ in enhancing service quality perception with a focus on home appliances. Data were collected from 104 IT professionals in Kochi, Kerala, India using a purposive sampling approach. The results confirm that mindfulness has a positive effect on the dimensions of service quality perception. No significant differences were noted between high and low mindful consumers in the perception of service quality dimensions. The study invites the attention of organizations to focus on consumer mindfulness at each stage of service encounter so as to enhance the service quality perception.

Keywords : Consumer mindfulness, service quality perception, after sales services

Conference Date : 17/09/2021

Pages : 203

Paper ID : IESMDT201